Ola Play, the cab aggregator's entertainment service for riders, is incorporating streaming services Eros Now and ALT Balaji (the Eros Now partnership was announced last month). Riders will be able to access content of both services either from their own smartphones or from an Android tablet mounted on the back of Ola cabs' front seat. While a limited portion of ALT Balaji's content will be available on Ola Play, all free movies and videos from Eros Now will be available on the platform. Ola Play has also added POPxo, a website targeted at Indian women. Ola Play is currently available in Delhi, Hyderabad, Mumbai, and Bangalore. The service first launched with music streaming app Apple Music, audio tour app Audio Compass, streaming service Sony LIV, comedy collective All India Bakchod, and online shopping website Fynd. The service allows users to even adjust air conditioning in some car models. Ola says that content on the platform will be customised depending on customer preferences and ride information like time and destination to provide content that matches the expected duration of the ride. Ola Play uses a combination of Android and proprietary tech developed by Ola. Nikhil adds: ALT Balaji is probably looking to increase distribution of its free-to-play content, in the hope that users subsequently download the app on their own phones and purchase a subscription. For Ola, the hope probably is that as more and more content gets added to the service, people sitting in cabs will put down their own phones and…
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